Bosh has cleverly realized that people are brands and that Your Brand Is Not My Friend™ does not apply to sports and entertainment figures-- these are brands that fans very much want to be friends with.

He's also figured out that the most successful sports figure brands are those with distinct personalities: Steve Nash, the cerebral point guard; Peyton and Eli Manning, the slightly goofball nice guy brothers; Derek Jeter, the playboy.

Bosh claims he spent $20 to create this video - the cost of the cowboy hat. It's clever, funny, and reveals a side to him that most fans never see. With close to 400,000 hits on YouTube to date, it seems like a very wise investment on his part. One that may eventually lead to an even more lucrative endorsement contract.

Bosh has cleverly realized that people are brands and that Your Brand Is Not My Friend™ does not apply to sports and entertainment figures-- these are brands that fans very much want to be friends with.

He's also figured out that the most successful sports figure brands are those with distinct personalities: Steve Nash, the cerebral point guard; Peyton and Eli Manning, the slightly goofball nice guy brothers; Derek Jeter, the playboy.

Bosh claims he spent $20 to create this video - the cost of the cowboy hat. It's clever, funny, and reveals a side to him that most fans never see. With close to 400,000 hits on YouTube to date, it seems like a very wise investment on his part. One that may eventually lead to an even more lucrative endorsement contract.